01 / Recruit
Recruitment streams.
Team PWR and The Chiefs put out a rallying cry on Twitch, playing games chosen for their relatability to Rebel Moon and channelling Kora's search for rebels to fight the mother world.
Case StudyTwitch · IRL · Social · Editorial
Netflix recruited gamers for Rebel Moon.
Zack Snyder's sci-fi epic Rebel Moon rallied Australian gamers through recruitment streams and IRL watch parties with Team PWR and The Chiefs, backed by editorial and network amplification.
The Brief
Get gamers in on Rebel Moon.
Zack Snyder's long-awaited Rebel Moon, Part One: A Child of Fire was Netflix's newest sci-fi epic for December 2023, and it needed gamers in on the action. You Know Gaming borrowed the film's own premise, warriors recruiting allies from neighbouring planets, and turned it into a gaming campaign.
Teams sought out warriors from neighbouring planets to join their forces, just like the film. In our version, those warriors were Australia's gamers, recruited for Rebel Moon watch parties.
Results
Reach
3M
ROI
2.4x
Views
9M
What we did
The film's own recruitment premise reworked into streams and IRL watch parties with Team PWR and The Chiefs.
02 / Party
IRL watch parties.
Stream winners were invited to branded Rebel Moon watch parties hosted by both teams in Brisbane and Melbourne, with film branding and merch bringing the epic to life in the room.
03 / Integration
Owned the stream.
Rebel Moon ran deep through the broadcasts: title sponsorship, trailer plays, livestream banners and Twitch chat integration kept the film present around and within the gameplay.
04 / Editorial
Gaming media hype.
Dot Esports ran two editorial pieces embedding the promo and recap videos and pushing key messaging, driving desire by showing gamers that if they love gaming, they will love Rebel Moon.
05 / Amplify
Display and in-game.
High-impact takeovers, display, pre-roll and in-game ads ran across the gaming network, extending the star-trotting epic to gamers well beyond the live and IRL audiences.
Full video transcript
It's a new age for the universe. Two powerhouse teams of Australian gaming, Team Power and the Chiefs have recruited Rebels for a highly anticipated event. Zack Snider's Rebel Moon Part One: A Child of Fire releases only on Netflix 22nd of December. And the two teams are bringing their fans to join the mission. After back to back recruitment streams to find worthy rebels like Kora, the teams have now sent exclusive invitations for their Rebel Moon watch parties.
Armed with popcorn, Team Power will band together in Melbourne, while the Chiefs will join forces in Brisbane to stand against the Imperium's tyrannical rule. We're going to have to fight. Even if you don't get to watch it in the company of Team Power and the Chiefs, Rebel Moon is not to be missed. Chat I feel like a rebel.
We're searching for soldiers for a fight against the mother world. I'm here to make you an offer to give you a chance at revenge.
About this campaign
Everything you need to know.
What is the Netflix Rebel Moon gaming campaign?
+
The Netflix Rebel Moon gaming campaign was an activation by You Know Gaming that launched Zack Snyder's Rebel Moon to Australian gamers through recruitment streams and IRL watch parties with Team PWR and The Chiefs, supported by editorial and network amplification.
Who were the talent in the Netflix Rebel Moon campaign?
+
Australia's number one esports team The Chiefs and global gaming organisation Team PWR led the campaign, running recruitment streams and hosting the Rebel Moon watch parties in Brisbane and Melbourne.
What results did the campaign deliver?
+
The campaign delivered 3 million total Australian reach, a 2.4x return on investment and 9 million impressions across streams, watch parties, editorial and network amplification.
What did You Know Gaming do for the campaign?
+
You Know Gaming created the recruitment concept, ran the sponsored streams with PWR and The Chiefs, produced the IRL watch parties in Brisbane and Melbourne, delivered the editorial on Dot Esports and ran the display, pre-roll and in-game amplification.
What platforms did the campaign run on?
+
Twitch for the recruitment streams, physical watch parties in Brisbane and Melbourne, social channels for talent amplification, editorial on Dot Esports, and display, pre-roll and in-game ads across the gaming network.
Who is You Know Gaming?
+
You Know Gaming is Australia's most experienced gaming media and marketing company, building integrated gaming activations for global brands including McDonald's, LEGO, Netflix and Prime Video across in-game media, creators, community, live experiences and full game partnerships.
